Predictors of consumer attitudes towards SMS advertising

The study by Beneke et al. (2010) investigated eight predictors of consumers' attitudes towards mobile text-message advertisements among South African youth. Although the current study will partially replicate the study by Beneke et al. (2010), it also includes two additional unexplored predictors: the perceived incentives, and the perceptions regarding location-based advertising that have attracted research attention over the years. These unexplored predictors appear to be important and worthy of further investigation, because the previous international studies have shown strong relationships between these predictors and consumers' attitudes towards SMS advertising.

Publication: 
Management Dynamics
Author: 
Humbani, Michael; Kotzé, Theuns; Jordaan, Yolanda
Document Type: 
Research
Paywall: 
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